WHY EVERY SERIOUS MAKEUP ARTIST SHOULD ATTEND IMATS A.KA.
INTERNATIONAL MAKEUP ARTISTS TRADE SHOW WWW.IMATS.NET
By Diana Rangel
Back in the late 90's I was just about DONE with office work and I wanted some excitement in
my work life. I had worked as a Telemarketer, Office Manager, Life Insurance sales, Account Executive and PC sales chick and was very bored. I hated dealing with office politics and still do. I like my freedom. I wanted to be my own boss and have control.
At that point I was very energetic and I wanted to incorporate my love of drawing into a business. I noticed all the fun MAC makeup artists seemed to be having in the Macy's at the West Covina Mall ( a suburb of LA) and was intrigued.
I thought, Why not make women feel beautiful and still be able to draw but NOT on paper this time?
At that time, I had a friend who worked for MAC and seemed to live a FUN life, while remaining artsy and that- seemed ideal. But I wanted more than the makeup counter, I wanted to be a Freelance Makeup artist for FILM or Television and be on sets. That seemed so interesting and respectable and oh so artsy. I imagined myself on set in some crazy location or inside a studio doing big things.
How Could I be sure this was the life for me?
I would have to be exposed to makeup artist CULTURE or hubs in order to find out if I was one of them. But where? I found the right place at IMATS in Pasadena CA in 2001. It has always been a 3 day event and this year its been 20 years since Michael Key and Makeup Artist Magazine produce this mega-ever-so-growing event. You know Comicon, right? Well this is the same thing, to the makeup
artist community but without any cosplay. I would get to hear keynote speakers that were in film and really making it in the business and get really close to this environment. This was a breeding ground for budding MUA's and a necessity for experienced makeup artists already in the business.
I was so impressed at all the booths for different makeup brands, shops and special effects companies from all over the country. People from all over the world attend to get very impressive discounts and equally important instructors.
forward 14 years of doing makeup on film, tv, photography and special effects.
This year IMATS falls on January the 13-15.
There you can see live Demos of makeup artists doing elaborate makeups either in contests or simply to promote the product sponsor. You could hit about 200 active booths full of makeup brands, companies, schools and FX. Booth's such as Anastasia, NYX, Sugarpill, Wolfe, Kat Von D and others may have the actual CEO's there such as Anastasia. You may even get a photo op with a famous Makeup impresario. I saw Kat Von D at her booth last year 2016 taking pics with fans of her wildly successful makeup line. I've caught Makeup Celeb Vloggers like Jeffree Star a booth picking out lip tar a couple years back. I want to meet Kandee Johnson most out of that bunch and Wayne Goss is really cool in my book. Something about the way he Vlogs that shows a very chic professional guy getting it done.
What I really dig though, and what really made me want to go to a makeup school was being able to hear what the TOP DOGS in makeup are like. Award-winning artists such as Ve Neil, Todd MacIntosh etc. get a chance to give seminar courses and hear them talk about the business. THIS IS THE REAL PAYOFF and if you can't see that, please take my advice and hear them speak.
You can also watch Demos by OSCAR award-winning artists. I don't get caught up with the small-fish vlogger drama, I like to pay attention to the Speakers giving tips. That is the best way to economically advance your makeup business, by learning. No where can you BUY makeup and LEARN makeup in one spot for 3 exciting days like at IMATS.
Pasadena Convention Center is where it will take place this year. GOLD SILVER AND WHITE RED AND BLUE Pro-card holders get a sneak preview on Fridays, where the general public is NOT allowed. This gives pros an opportunity to take our time, and speak with other MUAs and the booths can give us that extra attention we need. It is a place BY MUA's for MUA's that are deep in the business. Saturdays and Sundays are very crowded with people trying to get the deals but its almost not worth it for me, because going Friday is much more convenient. But catching special Speakers on Saturday and Sunday is the only time I like to go again, and there is always someone extremely interesting talking. This Sunday the Cast and Makeup team of the LOST BOYS movie will attend and special guest speakers and give us a glimpse at makeup done for the film. Experts give us a bit more insight into their lives here and gives us a glimpse into this business. If you are in it for the glamour and fame, I doubt you'll truly succeed. This job takes extreme sacrifice and its finally being noticed by the masses. I know this year will break attendance records and it will continue to grow by leaps and bounds.
I usually go alone to SOAK up the experience Lone-wolf style but this year I will have a guest with me. Im very excited.
WHAT I USUALLY BUY AT IMATS
Every makeup artist is different and has different needs and clientele, so I will only state what
I'm looking forward to buying this year.
Anastasia Lip Pallete – It sure looks like the HOT item to get so I will be able to check it out. Im tired of making my own, and I get a sick discount.
Wolfe FX body Paint makeup- Why? because its amazing and it's bright body paint that is non toxic and good quality, not to mention, stackable watercolors!This is the only place you can get a great deal besides Naime's, Frends beauty and such. But here I can talk to the actual brand and get that extra insight into the brand. My no-fail brand!
I also stock up on sponges, brush cleaner, tools and other off the wall items you cant find anywhere else. Try the Graftobian or RCMA brand, it is used in Television and film and its much better priced than the popular brands and gives you the edge on your business.
In conclusion, GO to IMATS if you're curious about Makeup Artistry or just a big fan of makeup and the people applying it. You cannot go wrong at this amazing convention!!
PS. BUY LASHES!!! Oh, and the film set thing, it happened!
for tickets visit www.imats.net
to email me Fiercemakeup@gmail.com add me in instagram @dianarangelmakeup